>> there's a lot of hype with apple right now. it's valued in the options market, you see the volatility after the earnings report, coming in 50% hotter than anticipated. right now for every reason it was short, it tested the 400 level. our model predicted a 400 test, we got it. >> there it's back up above 400 the how have you been investing? >> so we've been playing in the option market. we own the puts, to short this, but now we want to buy up side calls here, and selling puts, puts you to the stocks. you can own this stock a little cheaper by selling puts the that's what we're doling right now. itches i want to thank you for being here, because i always stand up straighter. how do consumers feel about it. let's bring in cnet molly wood and natalie morris. let me start with you. has the i-culture lost its identity? >> they're a hardware, software, but they're also a bit of celebrity. in the post-steve jobs era they've been riting the if factor for a long time. the ipad is really still the it. the iphone, the sales will be really